| With the trend of falling house prices, buyers wait and see mood is becoming increasingly strong, the real estate business sales area and sales have decreased. For buyers, buyers return to rational decision-making, most buyers will weigh the interests of the buyer’s income, risk and purchase costs. As for the real estate business, only to grasp consumers perceive the maximum value allowed in order to achieve sales targets, with a core competitive advantage. Thus, the importance of factors perceived willingness to buy the Value of buyers based on the highlights out, so that buyers perceive to be the best value real estate companies have a competitive advantage in the new weapon.Based on the theory of perceived value, the perceived benefits, perceived risk and perceived value of the purchase cost together constitute the full range to explore factors affecting consumer purchase ordinary commercial housing. This paper is a detailed overview of the perceived value and purchase intention and both literature and residential real estate-related research model and the following assumptions madein this paper based on the perceived value theory, and based on the results of previous studies and interviews designed to scale, combined with expert interviews and consumer research and pre-tested on a small sample scale correction, and large-scale formal investigation, and through statistical software SPSS20.0 and AMOS7.0 pairs reliability, factor, correlation, analysis of variance and structural variance model test, which will be perceived in the interests of factor analysis into the perception of community interests, the interests of residential perception, perception and image of the interests of workers in three dimensions, the perceived risk into the financial and ownership risk, functional risk, social risk, psychological risk four dimension. Finally, draw the following conclusions by empirical analysis:1, The perceived value is the main factor affecting consumer purchase ordinary commercial housing. Perceived value greater than the perceived benefits and perceived risk dimensions impact on purchase intention, then there is the perception community interests, the interests of residential perception, perception and image of the interests of staff influence on purchase intention in turn weakened the financial and ownership risk, functional risk, the influence of psychological risk on purchase intention in turn weakened.2, The perceived benefits of buyers each dimension, the dimensions of perceived risk and perceived value of the purchase cost has a significant impact. Greatest impact is the perception of risk in the financial and ownership of risk, followed by the perception of perceived benefits in a cell of interest, again, is the purchase cost. Among them, the perception of community interests, the interests of residential perception, perception and image of the interests of staff influence on the perceived value of successively weakened, financial and ownership risks, psychological risks, influence the function of risk perception of value in turn weakened.3, The consumer demographic characteristics (gender, age, education, occupation, family income) for the perceived benefits, perceived risk; there are some significant differences between the purchase costs.Based on the perceived value of the willingness of buyers to purchase comprehensive mining factors, expanding the perceived value theory in China’s real estate industry for China-related real estate companies owned or maintain core competitive advantage provides a weapon, to improve its marketing strategy provides some reference information. |
